JINS的成功因素之考察
─以戰略故事觀點探討─

配戴眼鏡的理由以往是以近視矯正為主。但是現今的年輕族群除了視力矯正，也開始因為重視時尚性而選擇佩戴眼鏡，甚至有些人擁有兩副以上的眼鏡。本研究從近視人口對眼鏡產業發展的正相關為起點，說明眼鏡產業的發展性與潛力。在這具有前景的產業中，進而探討在台的日系眼鏡企業JINS的成功因素。由於JINS採用SPA模式有效地降低成本，JINS成了日本平價眼鏡的先驅，並為穩定獲利的企業。但在其他眼鏡業者的效仿競爭下，JINS仍然在眼鏡業界保有一席之地。可見，SPA模式已不是JINS唯一的成功因素。為了探究JINS的真正成功因素，本研究彙整了JINS在戰略位置以及組織能力的獨特性，並運用分析手法「戰略故事」將JINS的成功因素串聯成有一貫性的戰略故事，也分析出帶來持續利益的競爭優位為「消費者購賣意願」因素而非「成本低廉」因素。

關鍵字

JINS ；機能性眼鏡； SPA模式；戰略故事；消費者購買意願

並列摘要

People wear glasses mainly for myoporthosis purpose. Nevertheless, recently, young people wear glasses not only for myoporthosis but also for fashion. In addition, some people have more than two pairs of glasses. This research firstly demonstrated the positive relationship between myopia population and the development potentiality of eyewear industry. Secondly, in the potential industry, this research took the enterprise “JINS” for case study research and studied the success factors of “JINS.” By reducing the cost with SPA model, JINS pioneered the affordable glasses business in Japan and gained profit stably. Due to the success of JINS business, many competitors followed by adopting the SPA model. Nevertheless, JINS still succeeded in gaining a foothold in eyewear industry. Therefore, this study assumes that SPA is not the only success factor of JINS. In order to explore the key success factors of JINS, this research revealed the unique part of strategic positioning and organizational capability; moreover, this research adopted the research method “strategy story” to make the strategy story by success factors of JINS. The result of this research indicated that the competitive advantage is not “cost down” but “willingness to pay”.